A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Greenwashing and sustainability: People´s perception, awareness, and behavior
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics ; This research falls within the scope of studies conducted on consumer behavior insights, specifically focusing on sustainability and even more so on greenwashing. We live in a time when environmental issues are front and center and of great interest in virtually every field. Therefore, it was deemed necessary to delve deeper and advance the existing studies, concentrating on three specific variables: sustainability consciousness, greenwashing perception, and green purchase intent. To do this, a survey was conducted on a sample of 199 individuals with diverse sociodemographic characteristics. They were first exposed to an experiment and subsequently asked questions related to both the experiment and the topic in general. Interesting data was obtained, some in contrast to previous studies and others in line with them. Firstly, it confirms the confusion and the limited ability to discern when facing a case of greenwashing. Communication channels were found to be important for education on this matter, with the surprising result that, contrary to previous research, the internet emerged as the primary source of information, instead of WOM. Sociodemographic characteristics did not prove particularly significant, except for the level of education. Finally, sustainability consciousness significantly affects the willingness to buy green products, indicating that as greenwashing perception increases, the inclination to purchase such products diminishes. However, greenwashing perception is not a mediator in this equation. This study can contribute to a better understanding of the underlying dynamics of this phenomenon and offer practical implications for managers and policymakers aiming to fight this practice.
Greenwashing and sustainability: People´s perception, awareness, and behavior
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics ; This research falls within the scope of studies conducted on consumer behavior insights, specifically focusing on sustainability and even more so on greenwashing. We live in a time when environmental issues are front and center and of great interest in virtually every field. Therefore, it was deemed necessary to delve deeper and advance the existing studies, concentrating on three specific variables: sustainability consciousness, greenwashing perception, and green purchase intent. To do this, a survey was conducted on a sample of 199 individuals with diverse sociodemographic characteristics. They were first exposed to an experiment and subsequently asked questions related to both the experiment and the topic in general. Interesting data was obtained, some in contrast to previous studies and others in line with them. Firstly, it confirms the confusion and the limited ability to discern when facing a case of greenwashing. Communication channels were found to be important for education on this matter, with the surprising result that, contrary to previous research, the internet emerged as the primary source of information, instead of WOM. Sociodemographic characteristics did not prove particularly significant, except for the level of education. Finally, sustainability consciousness significantly affects the willingness to buy green products, indicating that as greenwashing perception increases, the inclination to purchase such products diminishes. However, greenwashing perception is not a mediator in this equation. This study can contribute to a better understanding of the underlying dynamics of this phenomenon and offer practical implications for managers and policymakers aiming to fight this practice.
Greenwashing and sustainability: People´s perception, awareness, and behavior
Beppato, Chiara (author) / Szabó-Douat, Teodóra
2024-02-05
203553055
Theses
Electronic Resource
English
Green Purchase Intent , justice and strong institutions , Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação , SDG 7 - Affordable and clean energy , Sustainability Consciousness , SDG 12 - Responsible production and consumption , SDG 17 - Partnerships for the goals , innovation and infrastructure , SDG 8 - Decent work and economic growth , SDG 9 - Industry , SDG 11 - Sustainable cities and communities , SDG 6 - Clean water and sanitation , Greenwashing Perception , SDG 13 - Climate action , Greenwashing , SDG 16 - Peace
DDC:
690
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